Singles’ Day 2021 in China shifts focus from consumerism to social responsibility

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China’s Singles’ Day, also known as Double 11, used to be all about big discounts, record-high sales figures and flashy galas. But following the recent government crackdown on the country’s tech giants and amid a push for “common prosperity”, the focus of the annual event in 2021 has shifted from consumerism to social responsibility.

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